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Demystifying Communication in a Digital World: Social Media 101

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I recently presented a couple of workshops at Goodwill Industries International's 2009 Summer Learning Event, held annually for its employees. Here's the one on social media (primarily for newbies).

I recently presented a couple of workshops at Goodwill Industries International's 2009 Summer Learning Event, held annually for its employees. Here's the one on social media (primarily for newbies).

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  • “Yesterday: 2% - 19%. “Ever used”: 8% - 35%.
  • Influence & Engagement.

Transcript

  • 1. Demystifying Communication In a Digital World
    Social Media 101
    Shonali Burke, ABC
    Presented at Goodwill Industries International’s
    2009 Summer Learning Event
  • 2. Media Through the Ages
    © Imagesofanthropology.com
    Image: Alibaba.com
    Image: Library of Congress
  • 3. “Modern” Age Milestones
    • 1600s: ads appear in English weeklies
    • 4. June 1836: La Pressefirst to include paid advertising in its pages
    • 5. 20th Century: Women enter the business
    • 6. 1920s: Sponsored programming on radio, carries over to TV in the ’50s
    • 7. 1960s: Creativity and the “USP” enter the game
    • 8. 1980s/90s: MTV makes ads the focus, Internet marketing appears
    • 9. 21st Century: Interactive, contextually relevant ads
  • “Old” Media Trends
    Newspaper circulation 16% (1997-2007)1
    Radio listening 14% over last 10 years2
    Magazine readership 5% over last 5 years3
    OOH spends 7% over last year4
    TV usage at an all-time high: 142:29 hours per month on average5
    Cable TV/Satellite use: more than 65% of US HHs6
    Ad spends 2-3% in 2008 v. 4-8% forecast7
    1Newspaper Association of America 2Arbitron3MRI Fall Studies
    4Outdoor Advertising Association of America 5 6 Nielsen 7NPR Interview with Jack Myers
  • 10. “New” Media Trends
    Average time on Internet: 27 hrs per month1
    86% of employed Americans use the Internet2
    Share of adult Internet users on social networking sites from 8% - 35% (2005-2008)3
    Video consumption on mobile/Internet devices between 2 & 4 hrs per month4
    Internet ad spends 15.2% since last year5
    #1: Search advertising
    #2: Display banners
    #3: Classifieds
    14 Nielsen2 3 Pew Research 5PriceWaterHouse Coopers
  • 11. Public Relations Trends
    Between 1990 & 2001:
    PR sector grew more than 3 times faster than advertising1
    Between 1990 & 2007:
    PR “body count” 44%2
    Advertising “body count” 14%3
    Social marketing is on the rise
    Social media is here to stay
    1 2 3 PRWeek
  • 12. The Millennials Are Here
    Source: Pew Research
  • 13. Image: http://www.flickr.com/photos/matthamm/2945559128/
  • 14. The Shiny New Toy
    Photo: http://www.flickr.com/photos/fsamuels/3323431435/
    Cartoon: http://www.flickr.com/photos/hubspot/3196650975/
  • 15. LinkedIn
  • Facebook
    • Grow “fans”
    • 21. Post regularly
    • 22. Engage
    • 23. Encourage action
    • 24. Causes
    • 25. Integrate Twitter feed, blog posts, Flickr
  • Flickr
  • YouTube
  • 29. Twitter
  • “The More Things Change,
    The More They Stay The Same”
  • 37. Do You Know Your Audience?
  • 38. What Are Your Measurable Objectives?
  • 39. Are Your Communications Integrated?
  • 40. Do You See Communication As A Business Function?
  • 41. Are You Listening?
    Image: Hulag
  • 42. Pledge To End Hunger
    Source: www.pledgetoendhunger.com
  • 43. Courtesy: Scott Henderson
  • 44. Courtesy: Scott Henderson
  • 45. Results
    > 4,600 pledges
    > 19,000 site visitors
    $28K for Share Our Strength (@95% 1st-time donors)
    2,600 members of Facebook Cause
    Courtesy: Scott Henderson
  • 46. KPIs Business Objectives
    Courtesy: KD Paine & Partners
  • 47. KPIs Business Objectives
    Courtesy: KD Paine & Partners
  • 48. The Seven Basic Steps*
    Identify your audiences
    Define objectives for each audience
    Define your measurement criteria
    Define your benchmark
    Select a measurement tool
    Analyze data, draw actionable conclusions, make recommendations
    Make changes, measure again
    *Measuring Public Relationships, Katie Delahaye Paine
  • 49. Measuring Social Media
    Photo: http://www.flickr.com/photos/base53/3665260292/
    Photo: http://www.flickr.com/photos/goincase/3771760999/
    Influence
    Quality
    Quantity
    Engagement
  • 50. Key Performance Indicators
    Track effectiveness of your program against business objectives
    Sales
    Donations
    Membership
    Web traffic
    Subscribers
  • 51. The Shiny New Toy Is…
    • No longer a toy
    • 52. Here to stay
    • 53. An integral part of 21st century communications
    • 54. What you make of it
    Photo: http://www.flickr.com/photos/fsamuels/3323431435/
  • 55. Questions?
    Photo: http://www.flickr.com/photos/27546063@N03/3717938304/
    You can find me at:
    E-mail: info@shonaliburke.com
    Twitter: http://www.twitter.com/shonali
    Blog: www.WaxingUnLyrical.com
    Web: www.shonaliburke.com
    Skype: sburke15
    Thank you!